The Interactive Software Association of New Zealand (ISANZ) has today announced a change in its name and structure to better represent the evolving interactive entertainment industry. The trade body will relaunch as the Interactive Games & Entertainment Association (iGEA) and will be more focused in developing stronger ties with its members, businesses, government and the wider community.

ISANZ’s seven strong membership will join with iGEA’s existing members, which include 14 Australian companies, that publish, market and distribute interactive games and entertainment content.

The strategic partnership will form a solid organisation that is resourced to represent its members on both sides of the Tasman. iGEA in NZ will continue to have direct representation in NZ with a local CEO and a director on the iGEA Board.

Video and computer games have steadily become a mainstream form of entertainment in New Zealand households, achieving sales of NZ$170 million in 2009 according to independent market research group GfK Retail and Technology Australia. ‘Family Games’ are a key factor to the industry’s growth proving to be the best selling genre in 2009 – an increase of 34 per cent from 2008.

According to Mark Goodacre, former president of the ISANZ and now a Director of iGEA, “With the interactive entertainment industry growing at such a rapid pace, forming a strategic alliance with the iGEA will allow the trade body to share market insight and resources to better cater to a diverse and growing audience.”

“The interactive gaming market has never been more dynamic; individuals are engaging with games through a broad range of devices and the games themself are becoming more advanced in their content and delivery. As an industry body, we need to stay on top of these changes and our newly formed association will ensure we stay relevant to our members and the wider community,” said Goodacre.

Edward Fong, Chairman of iGEA added, “We are excited to enter into this partnership and believe with our New Zealand counterparts on board, we are in a better position to represent the industry as it evolves on a local and international scale.”

The iGEA launched a website in August 2009 with information, tools and resources for players, parents and students, as well as industry and government organisations.